High Fidelity HDTV bows first campaign-supported free preview

The HD broadcaster made the GTA media buy to generate awareness ahead of the HDTV and cable box buying season.

In a bid to bring eyeballs to its first-ever free preview month, High Fidelity HDTV has launched a focused media campaign in the Greater Toronto Area crossing print, radio, TV and online.

The Toronto-based broadcaster is offering all four of its HD channels – Oasis HD, Equator HD, Treasure HD and Rush HD – for free during the month of November, but is focusing its creative on its most popular channel, the nature-themed Oasis HD, in an effort to maximize its impact, Andrew Irwin, director, sales and marketing, High Fidelity HD, told MiC. All creative and traditional media was handled by Toronto’s Endeavour Marketing.

The GTA-focused media buy includes a print buy with the Globe and Mail and Maclean’s magazine, radio spots on 680 News, CFMZ Classical 96.3 FM, CFRB Newstalk 1010, television spots on CBC’s The National and CBC’s Bold specialty channel, as well as an online banner buy, handled by Toronto’s Bstreet, on the Yahoo and Sympatico.ca portals. The buy is for the month of November, except for The National, which will extend an extra three weeks into December to keep the channel top-of-mind as people head into the holiday shopping season, Irwin explains.

The media strategy was to create a clean and simple campaign that maximized the broadcaster’s budget by reaching the area with the most eyeballs, said Irwin. Although he notes that results of the ad campaign will not be reportable until January or February, he would ideally like to achieve a 10% increase in subscribers for the specialty channel package.